L’Occitane en Provence has started using ContentSquare’s newly-launched AI Alerts to detect and react to anomalies on its website faster as well as reduce the manual effort required to improve conversions.

The natural cosmetics manufacturer and retailer now receives proactive monitoring of its e-commerce sites, meaning teams get timely notifications of any performance deviation, enabling quick reactions.

ContentSquare’s AI Alerts feature identifies any technical and usability anomalies, including if there is unusually high visitor frustration on page controls, which may prevent transaction completion.

Laura Sayag, e-commerce coordinator for the L’Occitane Group, said that it’s critical to provide the same level of experience online as is offered in brick and mortar stores. “Whenever an anomaly on the website arises, if the alert has been created, our team can now spring into action more quickly.”

The system also assists conversion without manual monitoring, which can take a significant amount of time on large website and is subject to human error. By leveraging the granular-level data offered on its user experience platform, ContentSquare’s alerts can be triggered by changes on individual page elements, including the level of engagement or hesitation with merchandise images, form fields, call-to-actions or buttons.

“The machine learning model understands how behaviours and business metrics are trending and is able to detect anomalies and unusual deviations from the norms to trigger timely notifications,” said Jonathan Cherki, chief executive and founder of Contentsquare.

“Unlike manual alerts, users don’t have to set up thresholds, avoiding the ‘alerts fatigue’ that comes with being overloaded with meaningless notifications whenever a metric fluctuates normally, e.g. during weekly campaign days or on weekends vs. weekdays,” he explained.

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